In a rapidly evolving consumer landscape where competition is fierce, industry stakeholders have called on marketers to place premium value on consumer experience as the true differentiator in the marketplace. This was the central message at the MediaConsortium Conference & Awards 3.0, held under the theme: “Defining Value in the Modern Marketplace: Beyond Price, Quality, Experience & Ethics.”
Delivering the keynote address, Femi Opadere, Head of Digital Media at Globacom, underscored the importance of creating distinct and memorable consumer experiences across all touchpoints. According to him, while price, quality, experience, and ethics form the backbone of an organisation’s reputation and ROI, what often compels repeat purchase is the consumer’s lived experience. “Why would a consumer buy a product for the second time? It is most likely the experience,” he remarked.
Echoing this, Samuel Akinrimisi, New Product Development Lead at Eko Supreme Resources, urged marketers to avoid assumptions about consumer behavior. He emphasized the need for a data-driven approach, advising brands to anchor strategies on insights into purchase habits and evolving aspirations.
For Ayodeji Ajayi, Strategy/Creative Director at Hephzibah Experiential Ltd, innovation must be rooted in deep consumer understanding. Similarly, Obinna Ojekwe, Marketing Lead at Hydrogen Pay, highlighted how consumer experience is increasingly linked to revenue growth and brand resilience in today’s dynamic market.
The conference also featured engaging presentations from leading brands, including Whirlspot Media, Bet9ja Foundation, Checkers Custard, Ajinomoto, and Wildscope Logistics, who shared perspectives on value creation and brand differentiation.
The evening climaxed with the MediaConsortium Awards, celebrating excellence and innovation across industries. Notable awardees included:
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Whirlspot Media – Outstanding Contribution to Startup
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BATN Foundation – Social Impact Award of the Year 2025
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Checkers Custard – Outstanding Custard Brand of the Year 2025
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Ajinomoto – Outstanding Culinary Brand of the Year 2025
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Bet9ja Foundation – CSR Award of the Year 2025
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Azeez Disu – Brand Journalist of the Year 2025
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Rotimi Bankole – Outstanding Media Personality of the Year 2025
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SBI Media Ltd – Innovative Media Agency of the Year
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Golden Penny Semovita – Consumer Brand of the Year 2025
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Ilyas Kazeem – Marketing Director of the Year (Food Division)
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Roseline Abaraonye – Marketing Director of the Year (Cosmetics)
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P+ Measurement Services – Innovative PR Measurement Agency of the Year 2025
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WideScope International Logistics – Creating Real Value for Consumers Award
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Seedar Group – Innovative Young PR Agency of the Year 2025
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SoKlin – Innovative Detergent Brand of the Year 2025
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SoKlin Smart Liquid – Innovation of the Year (Detergent Category)
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Amstel Malta – Malt Drink of the Year 2025
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Iron Resources – Outstanding Company of the Year 2025
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Onoriode Akusu – Fast-Rising PR Practitioner of the Year
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Afolabi Idowu – BJAN Personality of the Year 2025
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Soulcomms PR – Outstanding PR Agency of the Year 2025
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ALAT – Outstanding Digital Bank of the Year 2025
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Melvin Udosen – Outstanding Media Entrepreneur of the Year 2025
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CI Public Relations Consulting – Outstanding Firm in Crisis/Strategic Communication
Organisers described the conference as more than an awards event, but a forward-looking platform for dialogue on the future of marketing. They noted that the event not only set the agenda for industry growth but also spotlighted brands and professionals who continue to raise the bar in delivering value.
